Of course, behavioral targeting isn't really that simple. The number of possible tweaks to the highly complex software is effectively infinite, and even at the basic level there are some extras kinks you ought to be aware of.
In real campaigns, BT works best as part of a mixed approach. It is particularly effective as a "closing tool," targeting warm prospects previously identified by other means-- an approach that we call "retargeting."
For Eversink, the procedure might, for instance, be to create a website for the putter, drive visitors to it with search and then target those visitors with BT ads.
Ads out of context work...
The number of golf gear prospects visiting The Tinseltown Telegram and other non-golf sites will never be enough to justify buying regular space, so golf ads will not regularly appear there. But that’s a good thing. By serving ads on non-golf sites, Eversink may have a better chance of breaking free of the golf related ad clutter attracting a prospective buyer's attention.
...and sometimes don't
In some specialized markets, though, buyers seem to prefer to shop on contextual sites, and rarely respond when targeted elsewhere.
Next: Balance reach and precision
